Abstract:
OBJECTIVE:Matching between affect orientations and message frames have been shown to enhance the persuasiveness of health messages. Based on a two-dimensional regulatory model (direction: approach/avoidance, valence: appetitive/aversive), this study examined whether a precise matching between affect and message frame would enhance physical activity (PA) attitudes, intentions, and behaviours. DESIGN:Using a 2 (gain/loss frames) x 2 (positive/negative end-states) design, 147 college students were randomly assigned to one message-frame condition (gain-positive, gain-negative, loss-positive, or loss-negative). Four identified affect types (approach-positive, approach-negative, avoidance-positive, and avoidance-negative) were considered as matched, respectively, with the four message-frame conditions. The participants were subsequently grouped into fully-matched, direction-matched only, valence-matched only, or unmatched. MAIN OUTCOME MEASURES:The immediate PA attitude and intention after the experiment and the PA attitudes, intentions, and behaviours at a two-week follow-up were reported. RESULTS:Post-manipulation and follow-up intentions were greater in the fully-matched as compared with the unmatched group. Follow-up physical activity was more in the valence-matched than the unmatched group. No other differences were found across the matching types. CONCLUSION:Findings partially supported the importance of a precise matching between affect orientations and message frames. The affect types may characterize an individual's sensitivity towards the corresponding regulatory information.
journal_name
Psychol Healthjournal_title
Psychology & healthauthors
Li KK,Lee CHdoi
10.1080/08870446.2020.1761973subject
Has Abstractpub_date
2021-01-01 00:00:00pages
78-95issue
1eissn
0887-0446issn
1476-8321journal_volume
36pub_type
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